@nbcnews — 96x breakout

Loading video…

I have a Minecraft city

@nbcnews

12.6M followers · usually 36.3K views a post

Views

4.7M

Likes

698.0K

Comments

2.6K

76.9K

Why it worked

The video leverages the unexpected and humanizing hobby of a high-profile public figure, creating a 'behind-the-scenes' curiosity that drives engagement.

Summary

NBC News reports on former NFL coach Mike Tomlin sharing a video of a Minecraft city he has been building for 12 years. The video features Tomlin giving a tour of the various buildings and rooms he designed within the game.

Structure

1Introduction of Mike Tomlin's 12-year Minecraft project
2Context of the viral clip and the full video reveal
3Tour of the residential area and bedroom details
4Tour of the kitchen, living space, and office

Product placement

Minecraft (a) ACTS: the interface is operated by Mike Tomlin to show his city, and the game generates the visuals of the city. Removing it would change the entire video as the video is about his Minecraft city.

On-screen text

Former NFL head coach Mike Tomlin shows off his Minecraft city he spent 12 years building Sept. 8

Transcript

I have a Minecraft city and I'm creative, man, that I've been working on for like 12 years. Do they still play too? No. That clip went viral on the internet, begging for a reveal of his Minecraft town. Last night, Coach Tomlin delivered with a nearly 20-minute long video deep-diving into his city planning. It's kind of where it all started around this body of water. Talking about a residential housing, um, as I take you in, you see, I for whatever reason, I always got fixated on providing details in bedrooms. Yeah, unbelievable open floor plan down here. I have a large kitchen and island, open living space and dining space. And an awesome office right here with solid views and so forth.